Everest wins Kohinoor's ready-to-eat business

The incumbent agency, Crayons Advertising, will be handling the Kohinoor rice brand

Delhi-based Satnam Overseas has split the creative business for its foods brand, Kohinoor, between Everest Brand Solutions and Crayons Advertising. Prior to the pitch, Crayons used to exclusively service the brand.

Confirming the development, Rakesh Roshan Mishra, general manager marketing, Kohinoor Foods, said, "Everest will be working on the Kohinoor convenience food brands, while Crayons will be handling the Kohinoor rice brand."

Kohinoor's convenience food brands includes Indian cuisines in the form of ready-to-eat, heat-and-eat, traditional sauces and pastes.

Mishra declined to disclose the size of the business. "It's a substantial amount. That's all I can say," he added. The company, he said, will be launching the Kohinoor ready-to-eat traditional sauces and pastes in mid-August.

Everest's vice president Rajeev Rakshit said, "I have personally worked on many ready-to-eat brands. But I feel that Kohinoor's sauces and pastes are more authentic and are far more convenient to use. As a foodie, I particularly liked their consistency in taste."

"As it is, the Kohinoor brand stands for tremendous equity. To make the brand even more popular, the company is introducing these convenience food products," he added.

During the multi-agency pitch, the participating agencies were asked to give a strategy-cum-creative presentation on how to take the Kohinoor brand forward.